British American Tobacco Korea will unveil its new charcoal-filtered cigarette “Vogue Prima” later this month, according to the company on Tuesday.

BAT Korea said this new super-slim tobacco would allow consumers to experience smooth taste from charcoal filters.

“The demand for super-slim cigarettes continues to grow in Korea. We expect that Vogue Prima, with a competitive price, would satisfy adult consumers who are looking for smart spending,” BAT Korea’s chief Guy Meldrum said. 

Vogue Prima is the latest version of BAT Korea’s super-slim brands, which use the characteristics of charcoal in its filter for clean and smooth taste. The cigarettes contain 4.0mg of tar and 0.40 mg of nicotine, and is priced at 2,300 won ($2.1) per pack.

“We have made the pack design clean and simple with soft blue color on a clear white background to convey the smooth feeling of the product,” said Suh Ja-young, an official at BAT Korea.

The slim design of Vogue Prima also allows consumers to easily slip the product into their pockets, she said.

BAT Korea, founded in 1990, offers its key brands including Dunhill, KENT, Lucky Strike and Vogue in the domestic market. The company employs about 1,000 people and operates a manufacturing facility in Sacheon, South Gyeongsang Province.

(shinjh@heraldcorp.com)